You’ve been scrolling through Instagram and TikTok, and saw fashion ads that made you stop and think, I need that. But when it comes to your own brand’s ads, are they getting that same reaction? If not, don’t worry—you’re not alone.
Instagram and TikTok are goldmines for fashion brands, but running ads that get clicks, drive sales, and build brand loyalty? That takes more than just throwing up a pretty picture. It takes strategy.
In this guide, we’re breaking it all down—how to create ads that stand out, connect with the right people, and turn views into real results. Ready? Let’s go.
Why Instagram & TikTok Are a Big Deal for Fashion Ads
Instagram: The OG Fashion Hub
If you’re in fashion, Instagram is your best friend. With 98% of fashion brands already using the platform, it’s clear that it works.
And in 2022 alone, Instagram ads pulled in $43.2 billion—that’s some serious spending power.
TikTok: The Trend Machine
Then there’s TikTok. If Instagram is your stylish bestie, TikTok is the cool younger sibling who’s always ahead of the trends.
From viral fashion hauls to the infamous “TikTok Made Me Buy It” moments, this platform is the place for Gen Z and millennials discovering new styles.
What do both platforms have in common? They’re visual, they’re engaging, and they help brands go from unseen to unforgettable—if you do it right.
Why Should You Run Ads on Instagram & TikTok?
1. You Can Target Exactly Who You Want
Gone are the days of hoping the right people see your ads. With Instagram (Meta Ads Manager) and TikTok (TikTok Ads Manager), you can zero in on your ideal customers based on:
Age, gender, and location
Their fashion interests and online behavior
Whether they’ve engaged with your brand before
Shopping habits—like if they’ve almost bought from you
TikTok even lets you target users based on the type of content they interact with, which is perfect for tapping into fashion trends.
2. These Platforms Sell
People aren’t just scrolling—they’re shopping.
Instagram: 1 in 3 users has bought something after seeing an ad.
TikTok: Users are 1.5x more likely to buy a product they discovered on the app compared to other platforms.
If you want to be where people spend money, you’re in the right place.
3. Your Campaigns Can Do Exactly What You Need
Not every brand is at the same stage. Whether you’re new and trying to get noticed or established and focused on conversions, you can customize your ads to:
Get your brand name out there
Get more people to buy
Promote a full product collection directly in the ad
4. You Can See What’s Working—And Fix What’s Not
With built-in analytics, you can track:
Who’s seeing your ads
How many people are clicking
How many sales you making
Your cost per result
This means no wasted ad dollars—just smart, strategic marketing.
Instagram Ad Formats & How to Use Them
Instagram gives you several ways to showcase your fashion brand. Here’s how to make each one work for you:
1. Image Ads
Classic, simple, and effective.
Use eye-catching, high-quality visuals with a strong CTA.
2. Story Ads
Full-screen vertical ads that pop up between users’ Stories.
Great for flash sales, exclusive drops, or behind-the-scenes content.
Pro Tip: Add swipe-up links, polls, or countdowns for engagement.
3. Carousel Ads
Let people swipe through multiple products or outfit ideas.
Perfect for showcasing collections or styling tips.
4. Explore Ads
Appear in the Explore feed where people are actively looking for fresh content.
A great way to get discovered by new audiences.
5. Collection Ads
Show a main image/video with a lineup of products underneath.
When clicked, it opens into a full-screen shopping experience.
Perfect for launching a new collection.
6. Reel Ads
Short-form video ads that blend right into Reels.
Great for making fun, trendy content that doesn’t feel like an ad.
TikTok Ad Formats & How to Make Them Work
TikTok isn’t just for dance trends—it’s a massive platform for fashion brands that know how to create scroll-stopping content.
1. In-Feed Ads
Appear naturally as users scroll their For You Page.
Needs to be fast-paced and engaging—hook viewers in the first 3 seconds!
2. TopView Ads
The first thing users see when they open TikTok.
Great for major campaigns and high-impact visibility.
3. Branded Hashtag Challenges
Get users to create content around your fashion brand.
It can go viral fast, leading to tons of user-generated content (UGC).
4. Spark Ads
Boosts organic posts (yours or an influencer’s) to a wider audience.
Feels more natural than traditional ads.
5. Collection Ads
Let’s users browse products right within TikTok.
Pair video creatives with product tiles for a seamless shopping experience.
Pro Tip: TikTok ads should not feel like ads. Use trending sounds, short captions, and high-energy visuals to blend in with organic content.
Step-by-Step Guide to Running Effective Fashion Ads on Instagram & TikTok
1. Know Your Audience Deeply
Before you launch any campaign, you must understand exactly who you are speaking with—not just their age or gender, but also what makes them tick.
What is their favorite thing?
What captures their attention?
And What motivates them to click “Buy”?
Consider whether your target audience is Gen Z (trendsetters) or Millennials (clean, curated).
– Are they more concerned with affordability, sustainability, exclusivity, or what their favorite influencer suggests?
– Where do they spend their time online, and what types of information do they connect with?
Consider Instagram to be an advanced, high-end magazine; its target audience (primarily 25 to 34-year-olds) appreciates polished aesthetics, influencer collaborations, and aspirational lifestyles.
If you’re marketing here, make sure your pictures are high-quality, your messaging is polished, and you’re using influencer culture.
TikTok, on the other hand, is the internet’s simple and joyful backstage.
It’s a hangout for younger people (mainly aged 16 to 24), who enjoy raw, creative, and trend-driven material.
Consider quick fashion hacks, transformation films, and narratives that appear natural rather than planned.
Want to truly connect? Use tools like Instagram Insights, TikTok Analytics, Google Analytics, and Meta/TikTok Pixels to improve your audience profiles.
Keep an eye on competitors and track follower behavior—see what makes people engage, share, and interact.
The more you understand them, the easier it is to create content that clicks!
2. Choose the Right Ad Format for Each Platform
Your content must match both your message and your audience’s behavior on each platform.
Each ad format serves a different purpose and suits different stages of the customer journey.
Instagram Ad Formats:
Image Ads: Clean, editorial-style photos showcasing product detail or fit.
Video Ads: Perfect for lookbooks, collection drops, or showing how a garment moves.
Carousel Ads: Tell a story or display multiple products/angles. Great for product bundles.
Stories & Reels Ads: Fast-paced, immersive, vertical content. Great for flash sales, UGC, and behind-the-scenes footage.
TikTok Ad Formats:
In-Feed Ads: Native-style content that shows up in the “For You” feed. Should mimic organic videos.
Top View Ads: Premium placement shown when users first open the app. Best for major launches or brand awareness.
Branded Hashtag Challenges: Encourage user participation and virality. High engagement potential but requires budget and creative planning.
Spark Ads: Promote your own or creators’ existing organic posts. Great for blending paid + UGC smoothly
.
Pro Tip: Think about where your audience is in the buying journey.
Use short-form, entertaining content for awareness, and more direct formats like Stories or In-Feed ads for conversions.
3. Create Scroll-Stopping Visuals
In the fashion world, visuals are your brand. People don’t just buy clothes—they buy identity, lifestyle, and aspiration.
Your content should be:
Visually compelling: Use color theory, good lighting, and dynamic compositions.
On-brand: Match your brand’s tone—whether edgy, luxe, vintage, or eco-conscious.
Mobile-optimized: Shoot in vertical (9:16) and avoid clutter.
Authentically styled: Use real models, relatable scenarios, and fashion-forward styling that reflects how your customer would wear it.
Ideas to try:
UGC showing styling tips or unboxing.
TikTok outfit transitions (e.g., “get ready with me”).
Behind-the-scenes footage of production or shoots.
Creator collabs with honest product reviews.
Tool Tip: Use apps like CapCut (TikTok-friendly) or Canva to edit for each platform.
TikTok’s in-app editing tools also help boost a native feel.
4. Write Copy That Sells (Without Feeling Like a Sales Pitch)
Your ad copy should spark curiosity, highlight benefits, and drive immediate action—all while staying aligned with your brand voice.
Best Practices:
Start strong: The First 1–2 seconds matter. Use hooks like “Wait until you see the back…” or “POV: You just found your new go-to hoodie.”
Focus on benefits: What does the piece do for the buyer (e.g., sustainable, versatile, limited edition)?
Drive action: Include clear CTAs like “Shop now,” “Tap to cop,” or “Only 50 left.”
5. Target Like a Pro
Precision targeting ensures your ads hit the right people at the right time. Both platforms offer robust tools to drill down into your niche.
Instagram (via Meta Ads Manager):
Core targeting: Age, gender, location, interests (e.g., “streetwear,” “ethical fashion”).
Custom audiences: Retarget based on website visits, add-to-cart events, and Instagram engagement.
Lookalike audiences: Target people similar to your top customers.
TikTok Ads Manager:
Audience targeting: Location, device, gender, interests (fashion, beauty, culture, etc.).
Pixel tracking: Use the TikTok Pixel to measure behavior on your website and set up retargeting or conversion events.
Custom audiences: Retarget users who watched a video ad, engaged with your TikTok profile, or visited your site.
Retargeting Strategy:
Show style inspiration or testimonials to cart abandoners.
Use countdown timers or “low stock” overlays to nudge conversions.
6. Use Influencer & Creator Collaborations
Influencer and creator partnerships are powerful performance drivers, especially in fashion.
Instead of traditional influencer ads, use creators for native-feel content that blends into the feed.
Why it works:
Builds trust through peer influence
Performs better as UGC-style ads (especially on TikTok)
Allows you to tap into niche communities
How to do it:
Partner with micro or nano influencers in your niche
Send products for styled shoots or review content
Use Spark Ads on TikTok to boost their organic videos as paid ads
Reuse influencer content across your ads and organic feed
Pro Tip: Choose creators who genuinely align with your brand, even if they have a smaller following. Authenticity > reach.
7. Build a Post-Ad Funnel (Retain + Re-Engage)
The ad click is just the beginning. Create a smooth post-click experience and set up retargeting + retention flows to maximize customer lifetime value.
Funnel Optimization Tips:
Landing Page: Fast, mobile-optimized, clear call to action. Use lifestyle visuals and social proof.
Email/SMS Capture: Offer 10–15% off in exchange for an email to follow up.
Retargeting Ads: Show personalized offers or highlight what they viewed.
Loyalty/Referral: Use tools like Smile.io or ReferralCandy to turn customers into advocates.
Bonus: After purchase, follow up with “How to style” videos, care tips, or early access to the next drop to keep them in your orbit.
8. Set a Budget and Schedule for Testing
Ad performance is driven by experimentation. Start small, test aggressively, and scale what works.
Budgeting Tips:
Begin with $10–$30/day per ad set to gather data.
Allocate budget across multiple creatives and audiences to test variables.
Run tests for at least 3–5 days before making decisions.
Instagram:
Use Meta Ads Manager for full control and better performance tracking.
Set specific objectives like conversions, traffic, or catalog sales.
TikTok:
Set campaign goals (traffic, conversions, video views) and let TikTok optimize.
Use “Lowest Cost” bidding for early-stage testing.
Tip: Avoid turning off ads too soon. Let the learning phase complete before optimizing.
9. Test, Change, Repeat
Setting your advertising live is only the beginning. The true magic happens when you track, test, and change based on data rather than just appearance.
What to Watch:
– CTR: Are people clicking?
– CPC: What is the cost of getting noticed?
– CPA: Do clicks convert into customers without overspending?
– ROAS: Do you earn more than you spend?
Action Steps:
– Remove low-quality advertising quickly.
– Double down on winners with minor changes (captions, colors, and models).
– Experiment with several viewpoints, such as highlighting advantages, seasonal vibes, or a new hook.
Maintain freshness by
– Changing creatives every 1-2 weeks.
– Conduct A/B testing using captions, thumbnails, and video hooks.
– Keep up with TikTok trends; popular songs and genres increase reach.
Pro Tip: Paid and organic content ads perform best when combined as part of a larger content strategy.
Instead of merely selling, share styling videos, stay current with trends, and create a genuine community.
The Bottom Line
Success on Instagram and TikTok involves more than just having visually appealing content.
It’s all about strategy, testing, and recognizing what works to convert scrollers into devoted consumers.